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Pakhuis de Zwijger, Amsterdam2 december 2010 Pakhuis de Zwijger, Amsterdam2 december 2010
Welkom
EMERCE Performance Based Advertising
Pakhuis de Zwijger, Amsterdam2 december 2010
Agenda
1. How much do we know about ROI?2. Three most asked questions?3. How can we compare quality of what we buy?4. When will we plan on ROI?
Twitter: #PBA10
Google Confidential and Proprietary
Clicks
Reach
Synergy
Purchase
Latent conversionROPO
Brand effectQualityTargeting
ImpressionsConversions
Frequency
Cost/GRP
Demographic targeting
o2s
Attention
Pakhuis de Zwijger, Amsterdam2 december 2010
Ad Contact
Click
BuyOnline
Dir
ect
Con
vers
ion
= 0,
1%
Pakhuis de Zwijger, Amsterdam2 december 2010
Ad Contact
Click
BuyOnline
Dir
ect
Con
vers
ion
= 0,
1%Searching, orienting,
brand effect…
BuyOnline
Lat
ent
Con
vers
ion
= +
?%
Pakhuis de Zwijger, Amsterdam2 december 2010
Click
BuyOnline
Dir
ect
Con
vers
ion
= 0,
1%Searching, orienting,
brand effect…
BuyOnline
Lat
ent
Con
vers
ion
= +
?%
ROPO, brand effect…
BuyOff-line
O2S
Con
vers
ion
= +
?%
Ad Contact
Pakhuis de Zwijger, Amsterdam2 december 2010
Three most asked media questions
1
2
3
Pakhuis de Zwijger, Amsterdam2 december 2010
Three most asked media questions
1 “How much should I spend On-line versus Off-line?”
2
3
Pakhuis de Zwijger, Amsterdam2 december 2010
Three most asked media questions
1 “How much should I spend On-line versus Off-line?”
2 “If I spend X, how much effect?”
3
Pakhuis de Zwijger, Amsterdam2 december 2010
Three most asked media questions
1 “How much should I spend On-line versus Off-line?”
2 “If I spend X, how much effect?”
3 “How can I iterate my media mix on ROI?”
Pakhuis de Zwijger, Amsterdam2 december 2010
Three most asked media questions
1 “How much should I spend On-line versus Off-line?”
2 “If I spend X, how much effect?”
3 “How can I iterate my media mix on ROI?”
Pakhuis de Zwijger, Amsterdam2 december 2010
Three most asked media questions
1 “How much should I spend On-line versus Off-line?”
2 “If I spend X, how much effect?”
3 “How can I iterate my media mix on ROI?”
✔
…but sorry…not possible…
✔
Pakhuis de Zwijger, Amsterdam2 december 2010
Advertising is…
Creating impressions which are noticed, understood, appreciated, linked to the brand
and remembered by relevant people
Pakhuis de Zwijger, Amsterdam2 december 2010
Brand and advertising tracker
€ 100.000,-
Pakhuis de Zwijger, Amsterdam2 december 2010
Brand and cross media steering
€ 250.000,-
Pakhuis de Zwijger, Amsterdam2 december 2010
Three most asked media questions
1 “How much should I spend On-line versus Off-line?”
2 “If I spend X, how much effect?”
3 “How can I iterate my media mix on ROI?”
✔
…but sorry…not possible…
✔
Pakhuis de Zwijger, Amsterdam2 december 2010
Three most asked media questions
1 “What are cost/ERP per medium/format?”
2 “If I spend X, how much effect?”
3 “How can I iterate my media mix on ROI?”
Pakhuis de Zwijger, Amsterdam2 december 2010
Cost/ERP is…
Cost per
USEFULimpression
Pakhuis de Zwijger, Amsterdam2 december 2010
Media is…
Creating impressions which are noticed, by relevant people
Pakhuis de Zwijger, Amsterdam2 december 2010
Medium/Format Efficiency
(Cost/ERP)
Impression Efficiency(Cost/GRP)
Targeting Efficiency(%contacts with relevant people)
Impression Impact(impact per impression)
Pakhuis de Zwijger, Amsterdam2 december 2010
Medium/Format Efficiency
3.0?
Medium/Format Efficiency
1,4?
Medium/Format Efficiency
1,9?
TargetingEfficiency
Index: 15,0?
Impression Impact
Index: 0,50?
ImpressionEfficiencyIndex: 5,0?
TargetingEfficiencyIndex: 1,2?
Impression Impact
Index: 0,50?
ImpressionEfficiency
Index: 0,25?
TargetingEfficiencyIndex: 1,4?
Impression Impact
Index: 4,0?
ImpressionEfficiency
Index: 0,25?
Pre-roll
Pakhuis de Zwijger, Amsterdam2 december 2010
Targeting + A
ttention
Cost/E
RP
TV Ad 1
TV Ad 2
Reach, F
requency, co
st/GR
P...
Pakhuis de Zwijger, Amsterdam2 december 2010
Brand Funnel(available in any panel)
Orienting Behaviour(Gfk-MEP + TNS)
Purchase Behaviour(Gfk-MEP only)
Single SourceRelation
Effect Metrics
Media Contacts
TVRadioPrint
MailingsOnline
Pakhuis de Zwijger, Amsterdam2 december 2010
outdoor meter (GPS)+ store visits
print meter (powered by Goggles)Barcode Scanner to capture purchases
TV & radio meter
Pakhuis de Zwijger, Amsterdam2 december 2010
+ +
✔ ✗
Pakhuis de Zwijger, Amsterdam2 december 2010
Three steps to ROI
1 Experiment and measure to compare Cost per USEFUL impression (cost/ERP)
2 Cross media modelingValidate value per ERP specific to your brand & market
3Cross media iterationIntegrated planning & Passive Single Source measurement of Media, Behavior & Purchase
Pakhuis de Zwijger, Amsterdam2 december 2010
Let’s go for it…